Telefónica is a leading global telecommunications company operating in 25 countries. In 2008, Telefónica signed a 5-year agreement with the National Library of Spain to digitize up to 200,000 documents from the library's collections. This project falls under Telefónica's cultural patronage strategy and promotes the use of digital content. The digitization will make the collections more accessible online while strengthening Telefónica's social commitment. Telefónica communicates this project internally through employee visits to cultural institutions and externally through its "Journey into Culture" program.

1. Public-Private
partnership
CCPA AGM
Telefónica SA
06.12.2011

2. Index
Telefónica
01
•Who we are
•Cultural Patronage
Telefónica- National Library of Spain Agreement
02
•Strategy
•Dissemination and Activation

3. Telefónica

4. 01
13 Telefónica
Who we are
• Telefónica is one of the world leaders integrated operator in the
telecommunication sector, providing communication, information and
entertainment solutions, with presence in Europe, Africa and Latin America.
It operates in 25 countries. As of September 2011, Telefónica’s total
number of customers amounted to 299.7 millions.
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Telefónica S.A.

5. 01 Social & Cultural Patronage
Introduction
• The Telefónica’s worldwide patronage strategy aims to promote areas
which contribute towards social development:
The integration of different social groups
Cultural dissemination to promote education
Environmental concerns.
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Telefónica S.A.

6. 01 Cultural Patronage
• Telefónica supports a variety of
•cultural projects: sit amet,
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Spain:
• Prado Museum cursus
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• Guggenheim-Bilbao Museum
ipsum. Hasellus erat metus,
• Natural Sciences Museum
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Spain)
• Gran Teatre del Nulla lacus
viverra nec enim. Liceu (Barcelona)
• Encabezado ac (Madrid)
dui,Royal Theatreornare ac.
gravida
• Queen Sophia Palaceamet, Arts
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of the
(Valencia)
• National Library of Spain
consectetur adipiscing elit.
• Spanish Royal Academy
Aliquam euismod cursus
• Cervantes Institute
Negocios
• …
ipsum. Hasellus erat metus,
faucibus quis interdum id,
viverra nec enim. Nulla lacus
dui, gravida ac ornare ac.
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Telefónica S.A.

7. Telefónica - National
Library of Spain
Agreement

8. 02
13 Telefónica – National Library of Spain Agreement
• Signed in 2008
• A 5-year agreement
• Co-operation Agreement
• The collections to be digitised -up to 200.000 documents-, which may
include different types of material selected through a thematic approach for
the best representation of the Spanish culture.
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Telefónica S.A.

9. 02
13 Strategy
Information and
Tax incentive Communications
Technologies
Institutional brand Cultural Social Commitment
image Patronage
Innovation and
Awareness
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Telefónica S.A.

10. 02
• The project to digitase the
collections of the National Library
of Spain falls within the
framework of Telefónica’s
Patronage Strategy.
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Telefónica S.A.

11. 02 Strategy
Key concepts
1
Technological
• This is a project related with Telefónica’s business and strategy and promotes
the use of digital contents and multimedia on the Internet
project: • A collaboration in kind
2
• The digitisation of the Library’s collections contributes towards the
Social conservation and dissemination of our heritage as it is made available to
Commitment everybody free-of-charge over the web, thereby strengthening the Company’s
social Commitment.
3
Institutional • Telefónica has a number of trademarks throughout the world (Movistar, Vivo,
O2) and only one institutional brand (Telefónica), which is supporting this
patronage
project.
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Telefónica S.A.

12. 02 Strategy
Key concepts
4 Innovation
and • This innovative project is generating huge interest and awareness
worldwide, in Latin America, where Telefónica is the largest
Awareness telecommunications provider, and in Europe via Europeana.
5
Tax
• The National Library of Spain is an institution that qualifies for the tax
incentives available via Spain’s Sponsorship and Patronage Law 49/2002.
incentives • Co-operation Agreement
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Telefónica S.A.

13. 02 Dissemination and activation of the project
Communication actions
Launch
Innovative
initiatives
Social
networking
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Telefónica S.A.

14. 02 The National Library of Spain Project
Dissemination and activation of the project
Negocios
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Telefónica S.A.

15. 02 The National Library of Spain Project
Dissemination and activation of the project
.
• Furthermore, Telefónica performs activities based on its Patronage projects
which help to transmit its cultural commitment to its different stakeholders.
Opera LIbraries
University
Media Partners
Museums
Shareholders Public
Concept Administration
Literature Employees Customers
Theathers
Society
Music
Cinema
Painting
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Telefónica S.A.

16. 02 The National Library of Spain Project
Dissemination and activation of the project
.
• For the internal audience, leisure and
educational visits are arranged to cultural and
sponsored institutions during which the
company’s employees learn how Telefónica is
collaborating with the institution being visited.
These are activities that generate an
emotional bond between the employee and
the brand and improve the working
atmosphere.
• For the external audience: Telefónica has a
project called “A Journey into Culture” which
involves providing its different stakeholders
with the opportunity to make unique and
exclusive visits to the institutions with which it
collaborates.
General Public: these visits are broadcast over
the Internet and over 500,000 applications to
take part have been submitted.
Public Relations activities: Investors,
Enterprise Customers...
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Telefónica S.A.

17. Gracias
Alicia Moreno
Dirección de Patrocinios
Telefónica S.A
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Telefónica S.A.